PENGARUH KUALITAS LAYANAN, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI AYAM DJOEPREK NGRONGGO KOTA KEDIRI
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Keputusan Pembelian
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Abstract
This research analyzes the influence of service quality, price and promotion on purchasing decisions at Ayam Djoeprek Ngronggo, Kediri City. Quantitative methods were used with a sample of 91 consumers taken randomly Incidental Sampling. Data was collected through questionnaires and analyzed using validity, reliability, classical assumptions, multiple linear regression, R², t test and f test. The results of this research indicate that service quality partially has a significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Price partially has a significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Promotion partially has a significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Meanwhile, Service Quality, Price and Promotion simultaneously have a significant effect on purchasing decisions with a significance value of 0.000 < 0.05.
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